How marketers like P&G, GSK and Hershey are adapting to a new e-commerce landscape

Brands are ramping up their investment in e-commerce in the wake of the COVID-19 pandemic, but the pace of change can make it difficult to direct investment in the most impactful way.

Marketers are ramping up their e-commerce investment in response to COVID-19, but the speed and scale of disruption mean there is often a lack of clarity about how best to utilize these dollars.

In one telling datapoint, financial-services giant Morgan Stanley has estimated that e-commerce will contribute over 23% of US retail sales in 2020, a 5% jump from 2019. It further argued that the pandemic has “pulled forward” the advance of e-commer